Privacy policy

Last updated: 12 September 2026

About us

Paramount Essentials is a trading name of Middle Kingdom Imports Ltd, company number 15371262.

Middle Kingdom Imports Ltd is the data controller responsible for the personal information we use to operate our store, manage orders and communicate with customers.

This policy explains what personal information we collect, why we use it, who we share it with and your rights.

You can contact us at:

Email: support@paramountessentials.com

Middle Kingdom Imports Ltd
124 City Road
London
EC1V 2NX
United Kingdom

Information we collect

Depending on how you interact with our website and business, we collect:

  • Contact information: your name, email address, telephone number, billing address and delivery address.

  • Order information: products ordered, payment status, transaction references, delivery details, purchase history, cancellations and returns.

  • Payment information: information needed by our payment providers to process your payment, together with the transaction information they make available to us.

  • Account information: details associated with your customer account, where you choose to use one.

  • Communications: enquiries, complaints, feedback and other information you send us.

  • Technical and browsing information: your IP address, device and browser details, pages viewed and interactions with our website.

  • Preferences: marketing choices, cookie preferences and other settings you provide.

Payment details are processed through the payment services used at checkout. Please do not send full card details or passwords by email.

Where information comes from

We receive information directly from you when you place an order, contact us, use a customer account or provide your preferences.

Some technical information is collected automatically through our website, cookies and similar technologies.

We also receive information from service providers involved in operating the store, processing payments and fulfilling orders, such as payment confirmations and delivery updates.

If you do not provide information needed to process an order or arrange delivery, we may be unable to complete your purchase.

Why we use your information

We use personal information for the following purposes and legal grounds:

Orders and customer service

We use your information to process purchases, take payment, arrange delivery, handle returns and respond to questions about your order. This is necessary to perform our contract with you or take steps you request before entering into a contract.

General enquiries and business administration

We use correspondence and contact details to answer questions and manage our business. Our legal basis is our legitimate interest in providing customer support and operating an effective business.

Security and fraud prevention

We use relevant account, transaction and technical information to protect our website, investigate suspicious activity and prevent fraud. Our legal basis is our legitimate interest in protecting customers and our business, and compliance with legal obligations where applicable.

Legal and accounting requirements

We retain and use information where necessary to meet tax, accounting and other legal obligations. Where information is needed to establish, exercise or defend legal claims, we rely on our legitimate interest in protecting our legal rights.

Marketing and optional tracking

Where we ask for your consent to send marketing or use optional cookies and tracking technologies, we rely on that consent. You can withdraw it at any time.

If we use an existing-customer exception permitted by law to send marketing about our own similar products, we rely on our legitimate interest in promoting those products and provide an opportunity to opt out when collecting your details and in each message.

Where we rely on legitimate interests, we consider the effect on your rights and interests.

Who we share information with

We share relevant information with providers that help us operate our business, including:

  • Shopify, which hosts our online store and provides related services.

  • Payment providers, which process payments and support fraud prevention.

  • Amazon’s fulfilment network and delivery partners, which fulfil and deliver orders.

  • Providers of business communications, IT support and data storage.

  • Professional advisers and public authorities where necessary for legal, accounting or regulatory purposes.

For Amazon fulfilment, we share information needed to fulfil your order, such as your name, delivery address, ordered products and relevant delivery contact details.

We may disclose relevant information in connection with a business sale or restructuring, subject to appropriate confidentiality and data-protection safeguards.

Shopify and Shopify Network Intelligence

Our store is hosted by Shopify. Information submitted to our store is shared with Shopify and relevant service providers to operate the store and provide related services. These organisations may process information outside your country.

We have enabled Shopify Network Intelligence. This allows Shopify to use information about interactions with our store together with information from other merchants and Shopify to provide enhanced services, including personalisation, advertising improvements and fraud prevention.

For these enhanced services, Shopify acts as a separate data controller and is responsible for its processing and applicable rights requests.

Read the Shopify Consumer Privacy Policy for more information.

You can visit the Shopify Privacy Portal to exercise available rights, including objections or withdrawal of consent for certain uses of your information.

Cookies and similar technologies

Our website uses cookies and similar technologies to operate the store, remember choices and support website measurement and personalisation.

Some cookies are necessary for functions such as maintaining your basket, checkout and security. Other technologies support optional functions such as analytics or advertising.

We use Shopify’s cookie consent banner for UK visitors. Where consent is required, optional cookies and tracking technologies should only be used with your permission.

You can accept or reject optional cookies through the banner. You can also control cookies through your browser settings, although blocking necessary cookies may affect website functionality.

For help changing your preferences, contact support@paramountessentials.com. Shopify’s separate privacy controls are available through the Shopify Privacy Portal.

Marketing preferences

You can unsubscribe from marketing emails using the unsubscribe link in the message or by contacting us.

Opting out of marketing does not stop essential messages about an order, delivery, refund or customer-service enquiry.

Withdrawing consent does not affect the lawfulness of processing carried out before you withdrew it.

International transfers

Our service providers may store or process information outside the United Kingdom, including in the European Union and other countries.

Where a transfer requires safeguards under UK data-protection law, we rely on an applicable adequacy regulation or appropriate contractual safeguards, such as the UK International Data Transfer Agreement or the UK Addendum to the European Commission’s Standard Contractual Clauses.

You can contact us for further information about safeguards relevant to your information.

How long we keep information

We retain personal information for as long as necessary for the purposes described in this policy.

The retention period depends on the type of information and why it is needed:

  • Order and transaction records are retained to meet accounting and tax obligations and deal with relevant claims.

  • Customer-service correspondence is retained for handling enquiries, complaints and related follow-up.

  • Account information is retained while needed to provide and administer the account.

  • Marketing preferences are retained while relevant, including limited records needed to respect an unsubscribe request.

When information is no longer needed, it should be securely deleted or anonymised. Some information may need to be retained after an account is closed to meet legal obligations or resolve disputes.

Keeping information secure

We use appropriate technical and organisational measures to protect personal information against unauthorised access, loss and misuse.

No website or method of electronic transmission can be guaranteed completely secure. Please keep account access details confidential and avoid sending unnecessary sensitive information in messages to us.

Your rights

Depending on the circumstances, you have rights to:

  • Access your personal information.

  • Correct inaccurate or incomplete information.

  • Request deletion.

  • Restrict how information is used.

  • Receive certain information in a portable format.

  • Object to processing based on legitimate interests.

  • Object to direct marketing at any time.

  • Withdraw consent where processing relies on it.

Some rights are subject to legal exceptions. For example, we may need to retain transaction records to meet legal obligations.

To make a request, email support@paramountessentials.com. We may need reasonable information to verify your identity.

We normally respond within one month, subject to any extensions or adjustments permitted by law. If these apply, we will explain them.

Complaints

If you have concerns about how we use your personal information, please contact us.

You also have the right to complain to the Information Commissioner’s Office, the UK data-protection regulator:

Make a complaint to the ICO

If you are in another jurisdiction, you may also have the right to complain to your local data-protection authority.

Children’s information

Our store is intended for adult customers and is not directed at children.

If you believe a child has provided personal information that should not be held by us, please contact us so we can assess the circumstances and take appropriate action.

Other websites

Our website includes links to third-party websites, including social media platforms. Those websites have their own privacy notices, which explain how they handle information you provide to them.

Changes to this policy

We may update this policy to reflect changes in our services, practices or legal requirements.

The latest version will be published on this page with an updated date. Where required, we will provide additional notice of significant changes.